Client: Land Securities/Trinity Leeds
Campaign: AW14 brand campaign
Everyday Wonder, the Spring/Summer campaign we produced for Trinity Leeds, firmly established the brand with playful, dreamy ads. To squeeze every drop of potential from the gorgeous creative, our client partners at Trinity Leeds tasked us with adapting the versatile SS14 brand campaign for AW14.
Research found that the Spring/Summer campaign was more than successful in achieving its objectives. Despite this success, Trinity Leeds’ fledgling brand was not yet cemented into people’s minds; particularly older, more affluent audiences in catchment areas on the edges of Leeds.
The findings suggested suggested the Trinity Leeds brand, the centre itself, late night shopping and parking facilities would all benefit from a campaign to boost awareness.
The aim of the Everyday Wonder campaign was to create and sustain a remarkable leisure destination. So far, so good.
The brand was still in its early stages, though. We used AW14 as an opportunity to build on the ‘moments of wonder’ proposition, using colourful creative to position the centre as a hub of wonderful experiences. Which it is.
With this in mind, as well as fresh objectives from research data, we recruited new models to represent a wider age range, including an older man and two older women.
We placed targeted press ads in more affluent areas such as Harrogate and Knaresborough, seeking out older shoppers. This strand of the campaign focused on emphasizing the convenience of parking facilities for those travelling from further afield.
As well as the more traditional ads, we designed promotional materials to give a little something back to high spending customers. This treat also acted as a promotion for various low-awareness Trinity Leeds features. Rewards for late night shoppers and gifts of free parking were included in this campaign strand to promote extended opening hours and car parking.
Autumn/Winter TV kept the feel of the last campaign, using every day experiences like eating and shopping together, which everybody can share in centre. But this time we used speedier cuts to capture more of the action, and kept the feeling of wonder thanks to the whimsical copy and dreamy voiceover. We produced ads focused on retail, food and entertainment across two thirty-second executions.
A shoot in centre captured the seasonal fashion trends on film for TV and stills for print in a way that represented the trends and captured the spirit of the centre.
The campaign was executed across TV, press, digital billboards and radio.